What: Interactive motion elements projected onto a wall in the 34th St. Subway Station in New York City. Each time a rider passed in front of the projection, the infrared beam was broken and this triggered a change in the projected background scenery. A cluster of Bullseye snowflakes also followed commuters as they interacted with the image.

“One Target ad, a 6-by-20-ft. Projection, featured snowflakes gently fluttering from the sky. It seemed unremarkable until you approached the wall. If you swiped your hand in the air, the background scene transformed from a wooded winter scene into a city skyline. And by waving both hands you could send the snowflakes into a swirl.”